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Eyeliner Market Trends

ID: MRFR//6224-CR | 184 Pages | Author: Snehal Singh| April 2019

Global Eyeliner Market Overview

Eyeliner Market Size was valued at USD 6.21 Billion in 2022. The Eyeliner Market industry is projected to grow from USD 6.54 Billion in 2024 to USD 9.42 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 4.66% during the forecast period (2024 - 2032). Growing beauty and cosmetics industry, rising consumer awareness and interest in makeup, versatility and customization, influence of celebrity and media culture, innovative product offerings, growing male grooming market, increasing online retail channels, are the key market drivers enhancing the market growth.

Global Eyeliner Market

Source Secondary Research, Primary Research, MRFR Database and Analyst Review

Eyeliner Market Trends

Rising consumer awareness and interest in makeup is driving the market growth.

The beauty industry has undergone a transformation as a result of the growing consumer interest in makeup and increased consumer knowledge of it. The way customers view and interact with cosmetics has changed as a result of this trend, especially with regard to eyeliner products. Let's investigate how this phenomena is influencing the market environment.

The demand for eyeliner has been driven mostly by consumers' growing understanding of beauty trends, techniques, and the transformational impact of cosmetics. Customers are more likely to explore and use eyeliner in their beauty routines as they learn about various makeup styles and the function it serves in defining and accentuating the eyes. Eyeliner is no longer regarded as a specialty or daunting product, but rather as a crucial tool for applying makeup expertly. A spike in sales and market expansion have resulted from this increased demand.

The prevalence of makeup tutorials and the influence of beauty bloggers are two major factors influencing this trend. Makeup tutorials, advice, and inspiration from influencers and content creators abound on social media sites like Instagram, YouTube, and TikTok. These tutorials frequently demonstrate how to apply eyeliner and demonstrate different eye makeup looks. These videos attract viewers, especially the younger generation, and serve to pique their interest in cosmetics, particularly eyeliner. They are inspired to experiment with eyeliner products and try out various looks, which raises demand. A culture of sharing and showcasing cosmetic looks has also been cultivated thanks to the growth of social media. Makeup is promoted as a self-expression and individuality tool for consumers. People can express their originality and individual flair by using makeup, which includes eyeliner. Customers take pride in expressing their identities via their makeup selections, and the use of eyeliner to create various eye makeup styles has evolved into a sort of art. Consumers actively seek out eyeliner items to enhance their eye makeup and stand out in the digital and physical worlds due to this need for self-expression, which has fuelled the market. Thus, driving the Eyeliner Market revenue.

Eyeliner Market Segment Insights

Eyeliner Product Type Insights

The Eyeliner Market segmentation, based on Product Type includes Liquid, Pen, Powder, Wax, Kohl, Gel, Others. The market was dominated by liquid category in 2022 as a result of features including little clumping, vivid colors, accessibility to waterproof varieties, and simplicity in removal. In addition, because gel is smudge-proof, which increases demand from customers seeking eye makeup products that last for a longer period of time, it was the category with the fastest growth.

Eyeliner Application Insights

The Eyeliner Market segmentation, based on Application, includes Personal application, Professional application, and Entertainment industry. The entertainment industry category generated the most income in the year 2022. This is brought on by the rising interest in celebrity eyeliner. However, because of increased awareness of workplace self-grooming, the professional application category grew the fastest.

Eyeliner Distribution Channel Insights

The Eyeliner Market segmentation, based on Distribution Channel, includes Online and Offline. The offline category generated the most income in the year 2022. The availability of a large variety of cosmetic goods from many national and international brands in brick-and-mortar shops, franchises, and company outlets is luring people to make purchases from these establishments, including eyeliner. In real stores, customers can compare makeup goods and make many applications before making a purchase in addition to doing so immediately.

Figure 1: Eyeliner Market, by Distribution Channel, 2022 & 2032 (USD Billion)Eyeliner Market, by Distribution Channel, 2022 & 2032

Source Secondary Research, Primary Research, MRFR Database and Analyst Review

Eyeliner Regional Insights

By region, the study provides the market insights into North America, Europe, Asia-Pacific and Rest of the World. The North America Eyeliner Market dominated this market in 2022 (45.80%). Based on the market overview, the increasing number of beauty salons and the availability of upgraded infrastructure facilities in this region are favorable for product development. Further, the U.S. Eyeliner Market held the largest market share, and the Canada Eyeliner Market was the fastest growing market in the North America region.

Further, the major countries studied in the market report are The U.S., Canada, German, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.


Source Secondary Research, Primary Research, MRFR Database and Analyst Review

Europe Eyeliner Market accounts for the second-largest market share. The rising demand for cosmetics and emerging beauty trends is one of the major factors driving the eyeliner market in Europe. Eyeliner is a crucial component of many makeups looks, and Europe has a robust fashion and beauty industry. Further, the German Eyeliner Market held the largest market share, and the UK Eyeliner Market was the fastest growing market in the European region.

The Asia-Pacific Eyeliner Market is expected to grow at the fastest CAGR from 2023 to 2032. This is a result of developing nations like China and India having more disposable cash. The primary driver of this market's demand for the product is the rising concern that consumers have about their looks. Moreover, China’s Eyeliner Market held the largest market share, and the Indian Eyeliner Market was the fastest growing market in the Asia-Pacific region.

Eyeliner Key Market Players & Competitive Insights

Leading market players are investing heavily in research and development in order to expand their product lines, which will help the Eyeliner Market grow even more. Market participants are also undertaking a variety of strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, the Eyeliner industry must offer cost-effective items.

Manufacturing locally to minimize operational costs is one of the key business tactics used by manufacturers in the Eyeliner industry to benefit clients and increase the market sector. In recent years, the Eyeliner industry has offered some of the most significant advantages to medicine. Major players in the Eyeliner Market, including Kao Corporation (Japan), Christian Dior SE (France), Mary Kay Inc. (US), Shiseido Co. Ltd (Japan), L’Oréal S.A (France), The Estée Lauder Companies Inc. (US), Amore Pacific Corporation (South Korea), Chanel S.A. (France), Sisley Paris (France), Jordana Cosmetics Corporation (US), Iredale Mineral Cosmetics Ltd. (US), Markwins International Corp. (US), LG Household & Health Care Ltd. (South Korea), Marie Dalgar (China), Kazi Lan Carslan (China), Flamingo Beauty Supply (US), are attempting to increase market demand by investing in research and development operations.

Personal care products are offered by L'Oreal SA (L'Oreal). The business produces and sells cosmetics, fragrances, hair care, skincare, sunscreen, and coloring products. Lancome Giorgio Armani, Yves Saint Laurent, Biotherm, Kiehl's, Ralph Lauren, Shu Uemura, Cacharel, Helena Rubinstein, Clarisonic, Diesel, Viktor&Rolf, Yue Sai, Essie, Maybelline New York, Redken, Kerastase, and Matrix are just a few of the names that L'Oreal sells products under. Hair salons, mass-market retailers, perfumery stores, department stores, pharmacies, drugstores, medispas, branded retailers, and travel retailers make up the company's distribution network for its goods. In addition to having physical locations, the company also uses e-commerce platforms to sell its goods online. North America, Latin America, Europe, Asia-Pacific, Africa, and the Middle East are all regions where the company conducts business. The headquarters of L'Oreal are in Clichy, Ile De France, and France.

The company Mary Kay Inc. (Mary Kay) sells color cosmetics and skin care items. The company's product line includes a wide variety of cosmetics, skin care, body care, fragrance, and acne treatment items. Additionally, it offers consumers gift baskets, electronic catalogues, mobile apps, and online virtual makeovers. Time Wise, Clear Proof, Mary Kay MK, Men Indulge, Beauty Blotters, Satin Lips, Satin Hands, Belara, MK High Intensity, Domain, Tribute, True Dimensions, NouriShine Plus, and Lash Love are just a few of the brands that Mary Kay sells goods under. China, Mexico, Russia, the US, South Korea, the UK, Taiwan, Poland, and Germany are among the countries where the corporation conducts business. Dallas, Texas, in the US, serves as the home base for Mary Kay.

Key Companies in the Eyeliner Market include.

  • Kao Corporation (Japan)

  • Christian Dior SE (France)

  • Mary Kay Inc. (US)

  • Shiseido Co. Ltd (Japan)

  • L’Oréal S.A (France)

  • The Estée Lauder Companies Inc. (US)

  • Amore Pacific Corporation (South Korea)

  • Chanel S.A. (France)

  • Sisley Paris (France)

  • Jordana Cosmetics Corporation (US)

  • Iredale Mineral Cosmetics Ltd. (US)

  • Markwins International Corp. (US)

  • LG Household & Health Care Ltd. (South Korea)

  • Marie Dalgar (China)

  • Kazi Lan Carslan (China)

  • Flamingo Beauty Supply (US)

Eyeliner Industry Developments

For Instance, July 2022 R.E.M. Beauty owner Ariana Grande announced the release of the company's signature eye set, which includes three of its best-selling items. It has a Borderline Eyeliner Marker that is simple to use and gives the eye a dramatic appearance.

For Instance, February 2022 Gwen Stefani announced the introduction of her new makeup brand, GXVE, which includes a variety of lipstick formulas in satin, matte, liquid, black, and blue eyeliners with quads of eye shadow, brow pencils, face oils, and other products.

Eyeliner Market Segmentation

Eyeliner Product Type Outlook

  • Liquid

  • Pen

  • Powder

  • Wax

  • Kohl

  • Gel

  • Others

Eyeliner Application Outlook

  • Personal application

  • Professional application

  • Entertainment industry

Eyeliner Distribution Channel Outlook

  • Online

  • Offline

Eyeliner Regional Outlook

  • North America

    • U.S.

    • Canada

  • Europe

    • Germany

    • France

    • UK

    • Italy

    • Spain

    • Rest of Europe

  • Asia-Pacific

    • China

    • Japan

    • India

    • Australia

    • South Korea

    • Australia

    • Rest of Asia-Pacific

  • Rest of the World

    • Middle East

    • Africa

    • Latin America

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